Company: Ithaca Hummus

To bring Ithaca Hummus to the streets of NYC, we partnered with Adgile Media Group to run a fleet of six branded trucks across the city. From planning to execution, our scrappy team built this ambitious campaign from the ground up—including three high-energy sampling events that brought together content creators, influencers, and a whole lot of hummus.

I led the creative direction for the truck wraps and all marketing materials used throughout the activations, ensuring a bold and cohesive brand presence on the streets. Our small but mighty team coordinated the entire weekend from logistics to execution. We even personally handed out thousands of samples to New Yorkers across the city. At the end of the campaign, Adgile’s tech tracked 11.6M impressions at a $3.72 CPM, reaching 2.96M people at a frequency of 3.91x.